What Can Sting Teach Developers About Selling Homes?

Author | Paul Skuse, Oakfield Design & Creation

During a recent September early morning walk through Westonbirt Arboretum a poster catches my eye, announcing that Sting will be performing in amongst the trees here next summer.

I think, “That sounds amazing—I should get some tickets!”

A week later, as I’m on the arboretum’s database and receive their regular lifestyle and events news, I get an email mentioning “Sting will be performing in amongst the trees here next summer.”

“I really should get some tickets!”

A few weeks go by, another lifestyle and events email arrives, “Sting will be performing in amongst the trees here next summer.” My interest grows.

“I really should get those tickets ordered before they sell out!”

Before you know it, I’ve received the latest email, but this time it mentions, “Tickets are selling out”

It’s now late December, the latest lifestyle email arrives, and I act. I’m one of the lucky few to grab a couple.

I’m no longer a prospect, I’m now a buyer.

By continuous marketing – but not hard selling, I’ve been successfully moved through the sales process at my pace, from awareness to interest to decision to action.

The perfect sales funnel (and flywheel). More on these in a bit.

Now, here’s what Sting doesn’t do: announce his concert on the day of the event and expect to sell out instantly.

Yet, in the property development world, I see developers launch their show homes, their sales brochures and expect buyers to line up the moment the marketing or ads go live. Here’s the hard truth: buying a home isn’t an impulse purchase. It’s a journey—and if you’re not guiding prospects through it, you’re losing them.

This is where the concept of multiple touchpoints comes into play.

From Awareness to Action: The Sales Funnel Meets the Flywheel

Think of your prospects as being on a journey through a sales funnel:

• At the top, they’re just becoming aware of your development—this could be through a video on socials, stunning CGIs and messaging on your site hoardings, a digital ad, or an email piece.
• In the middle, they’re considering your offer—they’re comparing floorplans, researching the area, and keeping an eye on your updates.
• At the bottom, they’re ready to make a decision. But even here, it’s your follow-ups and post-launch messaging that turn interest into action.

But here’s the kicker: the sales funnel isn’t enough on its own anymore. That’s where the flywheel comes in. Your flywheel is a stream of continuous, high-quality lifestyle and event marketing… of value to your audience.

The flywheel is the heartbeat of your marketing machine, constantly keeping your prospects aware and engaged. It ensures your audience isn’t just reminded about your development but also shown its value—whether that’s through highlighting the specifications of your homes or painting a picture of the lifestyle afforded by its location.

It also puts you on the map, so to speak, if done correctly, enabling Google to list you on page one of the key search terms. (A lot more of this will be covered in another article).

Here’s another reason why this matters: even after buyers reserve a property, they could still be in a chain, they could be doubting their decision. Constant reaffirmation through touchpoints helps them feel confident they’ve made the right choice.

And it doesn’t stop there. Your buyers have friends, family, and colleagues who could also be interested in your scheme. A consistent, engaging flywheel not only nurtures your current prospects but creates ambassadors who spread the word on your behalf.

It’s not just about momentum; it’s about consistency. A well-oiled flywheel drives trust, familiarity, and desire with every interaction, ensuring your marketing stays in motion long before, and long after launch day.

The Sting Analogy in Action

Back to Sting. Why was I ready to buy those concert tickets? Because I didn’t just see the poster once. The messaging showed up repeatedly in places I already engage with. Over time, I moved from awareness (a cool concert idea) to action (buying the tickets).

Now think about your developments. When was the last time you mapped out a campaign that hit your audience at every stage—from awareness, up to six months before launch, to consideration to purchase—and kept the momentum going during and after? Have you considered that your buyers might need reassurance throughout the entire process—or that they could even be your best advocates, bringing others to your scheme?

Homes, like concert tickets, aren’t sold in a single interaction. You’re selling a dream, a lifestyle, a future—and that takes time, trust, and consistency.

If you want your developments to sell faster (and for your buyers to rave about their experience), you need to think way before and beyond the launch day. Start building the touchpoints now, and the results will follow.

Oakfield: Best-in-Class Content Marketing for Property Developers

At Oakfield, we specialise in crafting proven, successful marketing strategies that guide your buyers through every stage of the journey. From awareness-building content to post-sale engagement, we create campaigns that turn interest into action—and developments into thriving communities.

Want to talk about how we can do this for your next project? Let’s start the conversation.